Often sustainability initiatives fall prey to feeling didactic or political, or worse yet—boring. They make sweeping statements and set broad goals, but they make it hard to pin down what individuals can actually do and which can sometimes feel intimidating for someone starting out in the journey.

To avoid preaching, I looked for ways to inspire New Yorkers to take actions that are good for the planet, but also good for themselves and their communities. And give them motivators that feel relatable, specific, memorable and even funny. Hence, GreeNYC campaigns are specific, local, and designed for New Yorkers.

Studio: HunterGatherer

Concept, Design, Motion